King’s Hawaiian hit 75 years with a fresh look: a softer crown logo. To make that idea real, they set up a pop-up in Chicago O’Hare’s Terminal 2 in August 2025. Travelers walked in and traded the clothes they were wearing. They walked out in a free “soft-wear” sweatsuit. Private changing booths kept it simple and quick. Staff collected the traded clothes and donated them to a local charity. People also grabbed travel pillows, eye masks, and pretzel bites for their flights.
A bread brand giving out branded apparel at an airport turns heads. It’s a fun crossover that makes people stop, smile, and tell someone. The “soft-wear” name is a clean, catchy pun. It locks in the message: softness you can feel, not just read on a package. The swap creates a story that people retell at the gate, on the plane, and online. The donation adds heart, which builds goodwill.
Airports are stressful. Comfort wins in that moment. By meeting travelers where stress runs high, the brand connected “softness” to real relief. The rebrand didn’t live only on a screen or a shelf. People wore the new brand vibe on their flight. That’s smart.
What marketers and business owners can learn
– Pick one core trait and make it tactile. Choose the feeling you want people to remember, then design a hands-on moment that delivers it. King’s Hawaiian chose “soft” and gave it to travelers to wear.
– Create a swap. Trade-ins turn a simple giveaway into a story. The act of handing over an item and getting something better locks in memory.
– Add a give-back. Donating the traded items helps people feel good about taking part. It also gives your event a second life in the community.
– Go where comfort matters. Airports, late-night shifts, trade show teardown — hit moments when people crave relief, and your brand earns a place in their day.
– Name the merch to match the promise. “Softwear” is simple and sticky. Names like this help the idea spread.
How to keep it practical
– Start with the feeling, not the product. How do you want your people to feel? Write one sentence that says what people should feel after they touch your brand. Then pick the item that delivers that feeling.
– Design for use. Choose merch that people will keep in reach and wear often. If it’s soft, it should feel great on skin. If it’s for travel, make it packable.
– Make the exchange fast. If you run a swap, keep sizing clear, set up private changing space, and train staff to move with a smile.
– Tell the story in simple words. Put the “why” on signs, tags, and your landing page. Short lines beat long ones.
– Plan the handoff to charity. Partner with a local group before the event. Share the results after, with real numbers and a thank-you.
Big picture: King’s Hawaiian didn’t just say “we’re softer.” They proved it in a place where comfort matters. Pick your one trait. Build a moment people can touch. Give them a story to share. If you want help shaping a comfort-first giveaway — or naming a merch line that backs up your promise — I’m here for it.
